Instacart - Market Analysis


1. Libraries

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2. Datasets

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3. Exploratory Data Analysis

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In this step our purpose is to identify consumer's behavior :


Products and Orders

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Q : What do customer mostly purchase ?

How frequently products are ordered and reordered from each departments ?

Product belonging to departments

Popularity of Product inside Departments

Probability of Purchasing From a Department

Q : How much items are in an Order ?

Q : How many orders were placed by every user ?

For every user we have around 4–100 order details. the Histogram shows that there are very few users who have placed orders more than 60 , and maximum order for any user is 100.

We have a right skewed distribution of maximum cart size for every order There are 237225 orders with cart size = 5, also, mode = 5. There are very few order with cart size > 40 and all the way up to 145.


Time of Purchase

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Q : When do customer mostly order ?

By day

By Hour

Overview

From the overview of the different visualizations, we can see that most customers from instacart prefer to order on the week end. Looking at the entire week most orders are made between 10 in the morning until 4 pm.

Q : How much days are in between orders ?

Most people restock after a week or a month. It seems, some people prefer buy a week / month supplies at once. People who are buying at Day 0, are probably new customers, but we can see a small rate of reorder implying that users tend to place multiple orders on Day 0 too. Probably here 30 days represents the upper limit, and not necessarily any particular month. There is a continuous spike in orders from day 1 to day 6, shows that some people are frequent buyers with short window of restocking.


Reorder Behavior

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Q: How many Orders with no reordered products ?

Q: Which are the most frequently ordered / reordered products ?

Total of Orders and Reorders Product (Most and Least Popular)

As we can see, most products are ordered from Fresh Fruits and Fresh Vegetables aisles. Other frequently ordered items are from Yogurt , Packaged Vegetables and packaged cheese aisles. Least frequently ordered items are from Air fresheners, Baby accessories, Baby bath body care etc. aisles Milk, sparkling water, fruits, eggs, yogurt are most common aisles the product is reordered from, as they are items which are daily consumed, and one rarely switches from their usual meal plan. Also these are the products that lasts only few days , thus high reorder rate. On the other hand hair care, skin care, kitchen supplies are the one which lasts longer than other, hence low reorder rate.

How frequently products are ordered and reordered from each departments ?

There are total 21 departments As seen from departments analysis , most ordered products are from produce department which have fresh vegetables, fruits, herbs etc. But most reordered product department is dairy eggs having yogurt, milk, eggs, cheese etc. We see high reorder rate in organic foods and daily consumed items. Low reorder rate in personal care department

Personal care has lowest reorder ratio and dairy eggs have highest reorder ratio.

Looks like the products that are added to the cart initially are more likely to be reordered again compared to the ones added later. This makes sense to me as well since we tend to first order all the products we used to buy frequently and then look out for the new products available.

Q : When do the reorders usually occurs ?

By Day

Assuming that the week starts from Sunday, most shopping is done on Sundays and Mondays. Also least orders were placed on Thursday. People tend to restock there supplies on Sundays. Reorders w.r.t to days of week is proportionally same as all orders.

By Hour

Looks like reorder ratios are quite high during the early mornings compared to later half of the day.